Presentation or Content: What is more important? – Edan Gelt

Presentation or Content: What is more important?

Introduction A marketer for more than two decades, I have often debated with colleagues and clients about which is more important, presentation or content. This argument has covered everything from RFPs and presentations to marketing campaigns and website development. On one hand, you want to present the importance of your concept but on the other hand, a ton of data does not entice someone to consider you.

Decisions The best way to describe the presentation and content is to relate it to the way children make choices.

It’s a holiday, you offer two equally sized packages to your child and tell him/her to choose one to open. One of the packages is wrapped in sparkly paper with a beautiful bow – the other a brown beat up, raggedy box.

In the brown box sits a brand new iPad, the other sparkly package contains a blank old notebook of the same weight.

The child doesn’t know what each box contains. Which box will be chosen?

Plan Ahead Before you create your presentation, RFP, website, etc. – know your target audience. If you don’t know your audience, you won’t know how to engage them. For example, my son would want something wrapped in blue where my daughter would immediately go for the sparkly wrapping.

Are you presenting your ideas to clients, business partners, or colleagues? Do you want to encourage, inspire, or persuade them to take action? Knowing your audience and your goals will help you craft your content and presentation. What package do they want to open and what do they expect to find?

Content with a Kick

This involves gathering data and supporting information about your content and including visuals to make your message clear.

Consider what your audience needs to remember after you deliver your message. Begin by removing all the information that isn’t important or may be confusing. Then add color, pictures, metaphors, examples or whatever it takes to make the content visually appealing and relatable.

Designer Delivery If you are emailing an RFP or delivering a speech - connecting with your audience doesn’t just depend on the presentation itself. The delivery is just as important – the introductory email, the passion that shines through when you talk, or the platform you use to introduce a new product.

If you are emailing your RFP, relate to the person you are emailing. Learn about them or their business and express interest before adding the “attached, please find”.

If you are giving a speech, be dynamic, use body language and facial expressions to engross the crowd – show the passion behind the product.

If you’re promoting a website through an online platform – engage with the audience with information they find relevant that relates to your website.

Using snail mail? Consider packaging that entices the recipient to open the package.

Conclusion While many business professionals prioritize content, presentation should never be neglected in lieu of great information. You may have the most relevant and groundbreaking information or product of all time, but an uninteresting delivery will bore your audience or may never reach them.

A fancy package or dynamic presentation might dazzle the audience, but will achieve nothing if your content is lacking. This only proves that presentation and content are equally important to a successful end result.

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